June 2007

 

The Effects of Marketing Booze to Kids

Children's exposure to alcohol advertising during early adolescence appears to influence both beer drinking and their intentions to drink a year later, according to a RAND Corporation study recently issued.

"Parents may be aware that advertising may promote drinking among early adolescents," remarks Rebecca Collins, a RAND senior behavioral scientist and lead author of the study, referring to results of a previous study which gauged fourth graders familiarity with alcohol slogans and brand names. "This new study shows that by the time they get to sixth grade, ads may be influencing them to drink."

The study involved analyzing over 1700 completed surveys of sixth graders (approximately 11-12 years of age) about their exposure to alcohol advertising and marketing, and a second survey of the same children a year later about drinking intentions and behavior.

Results show that those more exposed to promotion, including television, magazines, t-shirts and posters, were 50 percent more likely to drink and 36 percent more likely to intend to drink than children whose exposure to alcohol advertising was very low.

These results are similar to research gathered by the Association to Reduce Alcohol Promotion in Ontario. A recent report appearing in the McMaster University Medical Journal [PDF] concluded that exposure to or awareness of alcohol advertising has been shown to:

1. Increase favourable attitudes towards drinking among youth, and a greater intention to drink as adults;
2. Lead to heavier or more frequent drinking among young adults;
3. Increase the risk of adolescent alcohol use and associated consequences.

In addition, the continuous exposure to advertisements facilitates the development of pro-drinking attitudes and increases the likelihood of heavier drinking in some people as illustrated in the recently released National Alcohol Strategy [PDF] produced by the Canadian Centre on Substance Abuse. Further, research now shows the cumulative influence of alcohol advertising in shaping young people's perceptions of alcohol and the development of social norms about drinking.

The summer is a prime time for advertisers to ramp up the promotion of alcoholic products. With the appearance of patio advertising in bars and restaurants, sponsorship of concerts, festivals, and sporting events, contest giveaways, and increased ads appearing on TV, radio and the Internet, young people are bombarded by pro-drinking messages during the warm months.

"Parents often think they don't have to worry about their kids drinking before they get to high school, but sixth grade — or even before then — is the time to talk with children about alcohol marketing techniques, as well as drinking," Collins states. "Getting kids to think critically about ads may lessen any effects the ads have".

To this end, ARAPO has developed and recently updated Under the Influence? An Educators Kit on Alcohol Advertising. This current and practical resource is designed for teachers, health promotion professionals and youth leaders to engage youth in discussion about how advertising can influence all of us. It is a refreshing presentation which raises awareness regarding the negative consequences of drinking, helps students demystify the media by being more savvy, and provides surprising information concerning the obvious and more subtle strategies alcohol advertisers use to promote their products. This resource is versatile and user-friendly, suitable for grades 7-10.

At a population-based level, ARAPO's research identifies strategies [PDF] such as addressing industry self-regulation and compliance with existing standards; Creation of effective and efficient processes for monitoring alcohol advertising and for the submission of public complaints; Restricting alcohol advertisements through partial or total bans; and Increasing social responsibility messaging through the form of Public Service Announcements, health warning labels, and media literacy programs.

A coordinated approach to analyzing and moving forward with such strategies is needed to help ensure youth are not over-exposed to alcohol advertising and are more likely to adopt a culture of moderation [PDF].